Integrated Marketing Communications, and the Changing
Media Landscape
Samsung
• This assignment assesses your ability to relate integrated marketing communications concepts to your product or service offering and the target market you selected. Here you will let your creative side shine as you think through how you would design the marketing communications for your product or service to effectively and efficiently communicate a clear, consistent and compelling message to your target market over the next year.
• The course content does not cover IMC in great detail and you may want to refer to some open source references for more information on message design. A good one is: https://www.caad.au.edu/attachments/article/43/Class%207-Creative%20IMC%20Message%20Strategies.pdf
• Prepare your assignment beginning with a title page to include your name, your product or service, and your target market. Then answer each of the following four questions in order number them before your response. There is no need to repeat the question.
1. Integrated Marketing Communications. Considering your new target market and any modifications, new product line extensions or new products you may have developed to serve the new target market needs, create your 'Big Idea" to be the basis of the message strategy for all your marketing communications.
2. Marketing communications objectives. Write at least three marketing communications objectives using the AIDA framework discussed in the course content. Be sure the objectives are specific enough to be measured. An objective such as: "Increase product awareness" is too vague.
3. Promotion mix. For each of the three marketing communications objectives written in number 2, discuss which of the promotion tools would be the best choice to reach each of the three marketing communications objective. One tool must be advertising (traditional or online) You may have more than one promotion mix tool for any given marketing communications objective.
4. Media strategy. Discuss at least two of your media choices that you believe will best reach your target market with your advertising. Be specific with your choices, e.g. HGTV, Rehab Addict, because the product or service is targeting a do-it-yourself target market, or Home Depot website banner ads for the same target market. Or Morning TV National News, Good Morning America and The Today Show, 1st hour because your target market is educated urban workers. If using social media, discuss which social media and how they will be used to accomplish which objective.
• Be sure to follow all of the submission requirements outlined in the syllabus and provided below again for your easy reference:
• Prepare as a word processed document (such as Microsoft Word).
• Your assignment should be the equivalent of two pages of double-spaced text, approximately 1/2 page for each of the four questions.
Do not exceed this maximum of two pages; analysis after the second page will not be read or considered for the grade. Writing concisely and on point is one of the objectives of this course. You may attach exhibits that will not be counted towards your two page of double-spaced text.
• Be sure your name, writing assignment number, and the name of your product or service are on the Cover page of your writing assignment.
• Use a simple 12-point font such as Times New Roman. Use black ink for majority of your work and only use colors if it enhances your ability to communicate your thoughts.
• Be sure include a bibliography with at least three references; Wikipedia should not be used as a reference. You may use MLA or APA style, or any other college-level style guide. More information about using a style guide can be found in the UMUC's virtual library accessible from your lo classroom or at umiak.emu/library. Be sure to include a page number and header on each page.
• Upload your word processed document in your lo assignments by the due date in the lo calendar.
Review the chapter B2B Marketing, Marketing Information Systems, and Monitoring and Measuring Marketing Activities for additional help!